No abstract

The notion of design thinking or 'design as a state-of-mind' and its articulation through design orientation implies that true innovation is a company-wide phenomenon and cannot be left to single individuals as a marginalized function within a company. Many innovative companies try to integrate technical performance with an aesthetic vision -which is not to be confused with styleas the driving force of the organization. Based on our findings and analysis, we put forward theoretical propositions that cover various aspects of design orientation.